Specialty Food Magazine

WINTER 2024 49 "The exchange of global flavors. Even with Aura Bora flavors we try things that folks have maybe never tasted before or have heard of that may be common in other countries or other cultures." —Madeline Voge, Aura Bora "As a retailer, being digitally focused, and being omnichannel is completely table stakes at this point. There is no longer an ability to play catch up in terms of a digital experience, especially on the premium end of the market where we play. It has to be the best, because customers are now used to it and expect it. For us, that means constantly pushing the limit in terms of what we offer our customers because they will go elsewhere to get better experiences." —Kabir Jain, Erewhon "Straightforward, direct products and offerings. Today there is such a level of fatigue and pushback especially amongst younger generations that are feeling like they are being oversold and inundated with sales messages from every channel. We're also seeing consumers overwhelmed and confused by some of the level and types of claims coming at them from some brands, especially around health and wellness that can feel ambiguous or lacking substance." —Hallie Bonnar, New Fare Partners "The consistent trend will always be high- quality ingredients made by good people." —Paige Lipari, Archestratus "People are focused on non-alcoholic … That's something that has largely come about because Gen Z is drinking less. They have a better pulse on their physical and mental health. It seems like there are many people in different generations that are catching on to that, so they are looking at alternative ways of being social." —Chloe Bergson, Sayso "The idea of mindful drinking. More young consumers are saying they don't want to have alcohol as often. They are thoughtful about what they drink. They want high-quality and interesting [offerings] that have the same thoughtfulness put into the product as the thoughtfulness with which they put [food and beverages] into their bodies … The second [trend] is the idea that diverse brands matter. Brands that develop from culture, identity, and real people with diverse experiences find a particularly meaningful place for consumers." —Karl Franz Williams, Uncle Waithley's Beverage Co. "Clean labels. Larger companies are using ingredients that consumers do not understand. We are seeing the backlash of consumers not understanding what they're eating, so they will look for cleaner labels." —Peetachai "Neil" Dejkraisak, Jasberry "Eating for climate. In 2024 I'm excited for Gen Z to come into their own. [I foresee] the want for less soy-based products and more sustainable proteins. I'm excited about offshore aquaculture." —Mavis-Jay Sanders, activist What standout trend will take hold in 2024? Members of the Breakout Talent to Watch list, selected by SFA's resource development team, are on the front lines of the specialty food industry. Below, they consider what may shape the year ahead. COMPILED AND EDITED BY GEORGE HAJJAR

• Cover